In recent years, social media has made great development, which has an important impact on the traditional communication mode and information dissemination mode. Previous studies have shown that the emotional content is more likely to be shared and spread in computer mediated communication like in written communication. Furthermore, positive content is more viral than negative content by using Twitter. In China, researchers disagreed on whether positive emotional content or negative emotional content are more viral on Sina Weibo platform, and few studies focused on the relationship between emotional information and user sharing. This study explored the relationship between emotional content and user’s sharing behavior and intention by using interviews approaches of qualitative analysis. The study indicated that negative content is easier to spread than positive content on Sina Weibo in term of retweeted information, while individuals tend to share more positive information about leisure, entertainment and self-display in term of user-generated information. The study also showed that the main reasons for the easier dissemination of specific emotional information are environment control, user entertainment intention and user self-fulfillment intention.